Abstract

Customers are considered as key factor in banks’ activities. Recruitment and retention of corporate customers pave the way for continuous growth and development of banks. Hence, today recruitment and retention of corporate customers pave the way to realize all aims, strategies and resources at successful banks. This will not be possible without examination of customers’ demands and awareness from factors affecting recruitment and retention of corporate customers. The present paper considers this point which factors affect recruitment and retention of corporate customers in banking system and how is the priority given to these factors? The present paper is an applied research type, for which a descriptive survey has been used for data collection. The statistical population consists of corporate customers at branches of Bank Melli-city of Bushehr selected using simple random sampling method. The questionnaire has been used as data collection instrument, that the validity and reliability of it has been confirmed. Using exploratory factor analysis, eight factors have been recognized as factors affecting recruitment and retention of corporate customers. The results of this study indicated that reputation and security are the most important factors affecting recruitment and retention of corporate customers, yet diversity at banking services is the least important factor affecting recruitment and retention of corporate customers.

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